In partnership with our Madrid office, L’Oréal Paris brought Google Glass to Mercedes-Benz Fashion Week Madrid (MBFWM), offering fashion fans a brand new perspective of the event.
We developed the L’Oréal Fashion Week website, as well as several activations that integrated Google Glass. L’Oréal Paris used Glass to provide a unique, behind-the-scenes experience of MBFWM, including makeup tutorials with L’Oréal Paris beauty experts, interviews with celebrities, and backstage footage of designers and stylists.
Prior to MBFWM, we conducted consumer research that explored the similarities that exist between early adopters of fashion and of new technologies. The futuristic nature of Google Glass appealed to the fashion-forward, tech-savvy audience present at the event, while offering a never-before-seen-perspective on Madrid’s pre-eminent fashion event.
Mayte de la Iglesia, a Spanish model and blogger, served as a special reporter for L’Oréal Paris. Equipped with Glass, she recorded a chapter of the Spy on the Mercedes-Benz Fashion Week Madrid web series, documenting everything that happened backstage and showing the intricacies of Fashion Week.